NespressoThe future of coffee experiences

Challenge

In just 15 years, Nespresso has become one of the most successful global food and beverage brands in the world. As the global brand guardian since the beginning, we inform every aspect of the Nespresso brand experience from product innovation to its AAA sustainability programme.

Our challenge was to create a new market in coffee consumption, leveraging proprietary internal technologies at Nestlé and become the icon for the best coffee in the world.

Solution

FutureBrand foresight identified shifting trends in food and coffee consumption towards gastronomy and quality, and the rise of desire for every day luxury experiences.

To establish Nespresso’s uniqueness and superiority, we developed a global brand universe to showcase luxury codes from product and packaging design to retail experience and loyalty. The Nespresso Club was central to this strategy, building on the insight that consumers want to be part of luxury brands, not just use them.

Results

We are proud to have been working with Nespresso for over 15 years. With an average of 30% growth since 2000, Nespresso continues to be the fastest growing global brand in the Nestlé Group. Its contribution to net profit is three times that of the other brands within the Nestlé portfolio.

“In the context of the economic downturn, the hallmarks of the Nespresso brand, highest quality and continuous innovation, have proved again to be our growth engine, even in an extremely challenging year.”